The influence of content marketing, sales promotion, and advertising on purchase intention at PT Hilmasta Digital Indonesia

Elizabeth, Madeline (2022) The influence of content marketing, sales promotion, and advertising on purchase intention at PT Hilmasta Digital Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

People have been conducting business for centuries. The rivalry among businesses has risen over time, and each company has attempted to increase profits by finding new ways to enhance the business. The technological advancements have opened up new ways for marketing. Due to the evolving customer behavior, companies have attempted to adapt their marketing to the digital platform. One of the alternatives that has grown in popularity recently is online business. The purpose of this research is to know whether there is partial and simultaneous influence of content marketing, sales promotion, and advertising on purchase intention at PT Hilmasta Digital Indonesia. PT Hilmasta Digital Indonesia is a digital creative agency that creates creative content which can help small to medium business in Indonesia expand digitally. The sample for this research is 73 people, which was selected using the purposive sampling, also known as the judgmental sampling techniques. For data analysis in this study, quantitative descriptive and causal methods are used. Questionnaires are sent in order to collect the data. The data analysis method that is employed in this study is multiple linear regression. The F-test result demonstrates that Content Marketing, Sales Promotion, and Advertising have a simultaneous influence on the Purchase Intention at PT Hilmasta Digital Indonesia. The t-test result also reveals that Content Marketing has partial influence on Purchase Intention at PT Hilmasta Digital Indonesia, Sales Promotion has partial influence on Purchase Intention at PT Hilmasta Digital Indonesia, and Advertising has partial influence on Purchase Intention at PT Hilmasta Digital Indonesia. This research regression model demonstrates as Sales Promotion has a greater impact on Purchase Intention than Advertising and Content Marketing. / Orang-orang telah melakukan bisnis selama berabad-abad. Persaingan di antara bisnis telah meningkat dari waktu ke waktu, dan setiap perusahaan telah berusaha untuk meningkatkan keuntungan dengan menemukan cara baru untuk meningkatkan bisnis. Kemajuan teknologi telah membuka cara baru untuk pemasaran. Karena perilaku pelanggan yang berkembang, perusahaan telah berusaha untuk menyesuaikan pemasaran mereka dengan platform digital. Salah satu alternatif yang semakin populer belakangan ini adalah bisnis online. Tujuan dari penelitian ini adalah untuk mengetahui apakah ada pengaruh secara parsial dan simultan pada Pemasaran Konten, Promosi Penjualan, dan Iklan terhadap Minat Beli pada PT Hilmasta Digital Indonesia. PT Hilmasta Digital Indonesia adalah agensi kreatif digital yang menciptakan konten kreatif yang dapat membantu UMKM di Indonesia berkembang secara digital. Sampel dalam penelitian ini berjumlah 73 orang, yang dipilih dengan menggunakan purposive sampling atau disebut juga dengan judgmental sampling. Untuk analisis data dalam penelitian ini digunakan metode deskriptif kuantitatif dan kausal. Kuesioner dikirim untuk mengumpulkan data. Metode analisis data yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil uji F menunjukkan bahwa Pemasaran Konten, Promosi Penjualan, dan Iklan berpengaruh secara simultan terhadap Minat Beli pada PT Hilmasta Digital Indonesia. Hasil uji T juga mengungkapkan bahwa Pemasaran Konten memiliki pengaruh parsial terhadap Minat Beli di PT Hilmasta Digital Indonesia, Promosi Penjualan memiliki pengaruh parsial terhadap Minat Beli di PT Hilmasta Digital Indonesia, dan Iklan memiliki pengaruh parsial terhadap Minat Beli di PT Hilmasta Digital Indonesia. Model regresi penelitian ini menunjukkan bahwa Promosi Penjualan memiliki pengaruh yang lebih besar terhadap Minat Membeli daripada Iklan dan Pemasaran Konten.

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